Yazu is a new hybrid car produced by Honota which is designed for young working professionals in their 20s, living mainly in urban areas. It is very fuel efficient, looks good design wise, and the UK will be the first European launch.
Honota has a network of dealers throughout the country which sell their cars and also cars from other manufacturers.
Please note Honota is a fictional organisation.
Task 1: Prior to the launch you have been asked by Honota to research current communications about hybrid cars in the UK market. Please provide them with an analysis of TWO different campaigns for hybrid cars comparing:
• intended audience – please use demographics and either social class or lifestage as your analytical models
• message – please use the rational, emotional and endorser themes as your framework here
• channel – please use a combination of advertising and/or editorial public relations, in at least TWO inter media choices (newspapers, magazines, TV, radio, cinema, outdoors, electronic/digital) with at least TWO intra media choices (specific programmes, sites and titles)
• key themes – using the DRIP and AIDA models, assess the usage of rhetoric, language, and other communication materials such as logo’s, signs, photos
• Which campaign (or part of each campaign) do you prefer and what lessons can Honota learn from these? How you would recommend these campaign could be improved/built on to attract new audiences in future?
Note: The word count for task 1 is 2000 words + or – 10% (1800-2200) words and all quotations and statistics must be correctly referenced. You are allowed an additional 300 words in a separate appendix which can contain organisation background and which is the only material that you are allowed to take directly from the organisations website.
Format – One hard copy in 12 point type on 1.5 line
MUST MUST MUST include scanned copies of all examples discussed
Task 2: Please answer ALL the following four sections, giving reasons for your answers. Each section carries equal marks, and you should aim for 500 words on each one. You can use bullet points, and key words and themes (which you may underline or highlight in your answer) to show good understanding across the syllabus, and you must reference your work correctly.
• A How can we use Public Relations to help with the launch of Yazu?
• B Where should we Advertise it?
• C What Sales Promotion shall we use?
• D How can we build a database of our end customers and what will we do with it?
Notes for Task 2
Think about Push Pull and Profile Communications, Bought Earned and Owned media and Cost, Credibility and Control.
• In the PR section think about who are the Opinion Leaders, how you will get buy in, and consider editorial, events, electronic and publications/mixed media
• In the Advertising section, think about the message you want to convey, and then consider the merits of newspapers, magazines, television, radio, cinema. digital and OOH/ambient media to reach this audience.
• In the Sales Promotion section,, think about both trade and end customers, and consider free, save, win and loyalty schemes
• In the last section, think about what sort of information we want to hold, and consider how we can use this to Acquire and Retain customer.
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